Iconic German chocolate specialist Ritter Sport is partnering with Gebr. Heinemann to launch its new ad campaign ‘Start Your Love Affair with the Square’ in global travel retail at Frankfurt Airport, this spring.
Ritter Sport’s engaging and colourful new ad campaign, ‘Start Your Love Affair with the Square’ is brought to life in travel retail, with an activation in the entrance area of Heinemann’s Frankfurt store location. The space is designed to attract travellers’ attention, so they can discover brand mascot, Don Choco and experience their own journey to colourful and tasteful Ritter Sport chocolate.
‘Start Your Love Affair with the Square’ has been the strapline of Ritter Sport’s successful UK ad campaign launched in 2024, which continues to run. The initial idea was to launch the campaign locally and then roll it out to other markets—which is now happening, including this soft launch in travel retail in 2025.
“We are very excited about this campaign because it expresses everything we want to convey to our consumers with Ritter Sport: the joy of discovering and truly savouring chocolate made from the best ingredients,” said Kerstin Krüger, Marketing Management Global Travel Retail. “The idea is to invite people to fall in love again—with chocolate that not only tastes delicious but is also made from the best ingredients.”
At Ritter Sport, flavour starts with quality: no added flavourings, cocoa from 100% certified sources, and a long-standing commitment to sustainability. “This allows us to create chocolate that offers a rich, indulgent experience with every bite,” Krüger added. “We want consumers to taste the love and care that goes into every square.”
With its latest travel retail activation, Ritter Sport wants to encourage travellers to go on an incredible discovery journey with Don Choco through a four-step experience that includes discovering the campaign via digital screens, tasting new flavours, snapping selfies with Don Choco in his tropical home, and taking home a cuddly Don Choco toy with the purchase of three TRE products. This engaging space brings the colourful world of Ritter Sport to life while showcasing its TR Editions range.
The activation space was created in collaboration with design agency, Zweimaster and features a four-step discovery zone, where interaction from brand ambassadors will further build the Ritter Sport brand experience for travellers:
1. Discover point – integrated digital screens promote the new Ritter Sport ad campaign, Don Choco says ‘Start Your Love Affair with the Square’
2. Tasting point – what’s your flavour? Don Choco invites the traveller into a journey of taste
3. Selfie point – travellers can take a digital photo with Don Choco against the tropical background of his home, El Cacao, the Ritter Sport Farm in Nicaragua
4. Souvenir point – travellers can find the whole Ritter Sport TR Editions range housed in a new look travel retail tower. If they buy three products they can get a special GWP, a cuddly toy version of Don Choco.
The activation space features Ritter Sport’s key products for 2025, the novelties TR Editions Pink mini flavour mix available as tower and pouch, plus TR Editions assortment pouch.
The new activation launched at Frankfurt Airport, Terminal 1 on 3 April and runs to 02 July. During 2025 further airport activations will follow including Hong Kong, Copenhagen, Munich and Singapore.
Like Ritter Sport’s previous interactive activations, the colourful branding, tropical theme and lovable mascot Don Choco, provide an eye-catching attraction for passersby who will be able to discover and be convinced to try for themselves the brand’s delicious chocolate, made only from the best ingredients. In one sentence: ‘Start your love affair with the square’
